Document Type : Research Paper
Authors
1 Business Management, Management and Accounting, University of Hormozgan, Bandarabbas, Iran
2 university of hormozgan
3 Instructor, Department of Management,, Payam Noor University (PNU), Tehran, Iran.
4 Department of Industrial Management University of Hormozgan, Bandar Abbas, Iran.
Abstract
The aim of the study is to explain the effect model of social media information on the travel intention of marine sports tourists to Qeshm Island. This research is applied in terms of purpose and descriptive-correlation in terms of method. The statistical population of the research was the marine sports tourists of Qeshm Island in the second half of 1401, and 300 people were selected as a sample using convenience sampling method. Measurement tool was information attitude of electronic word of mouth questionnaire (Mehood., Liang & Gu, 2018), information needs (Cho and Kim, 2011), social presence (Kim et al., 2019), information usefulness of electronic word of mouth (Li., Hu., Hang, 2023), information acceptance of electronic word of mouth (Khwaja., Mahmood & Zaman, 2020) and travel intention (Mehood., Liang & Gu, 2018) that validity was confirmed through content validity and convergent validity, as well as their reliability through Cronbach's alpha coefficient. Confirmatory factor analysis and examination of effects and relationships were analyzed at the error level of 5% using SPSS and AMOS software. The findings showed that the information needs and attitude towards the information of electronic verbal recommendations have a positive and significant effect on the perceived usefulness of the information. Also, the perceived usefulness of information has a positive and significant effect on the acceptance of information, and the acceptance of information also has a positive and significant effect on the travel intention of sports tourists.
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